Project Managers Take Us Behind the Scenes into the Development of "Herb Yongenton"

Tamura In the 2010s, as the domestic economy continued to stagnate, the Sumitomo Corporation Group established a presence by developing the market for high-grade imported pork brands that would dispel the image of imported pork as being cheap and of inferior quality. Our flagship brand, Yongenton Silky Pork®, is widely available at mass market retailers and restaurant chains, and you may have had the chance to try it at least once. The development of the new brand was triggered by the possibility of a decline in price competitiveness and supply instability on the back of a weak yen and rising costs – problems that emerged around 2021.

Fujita In truth, and given the severe external environment, discontinuing the brand was an option, but we were determined to support the stable supply of imported pork, which accounts for around half of the pork consumed in Japan. We decided to develop a new brand that improves on and enhances Yongenton Silky Pork, in conjunction with new suppliers, to deliver even more attractive products by making the most of our valuable assets – namely our knowledge of product development and the trust we have established with our distributors and customers.

Tamura We approached Clemens Food Group (CFG), one of our pork suppliers in the U.S., and asked them about a joint development project. The company's own farm, with carefully managed rearing environments and meticulous livestock management and traceability*, reassured us in terms of ability to provide a stable supply of products for the Japanese market, which demands high quality standards. This was a key factor in our choice of partner.

The specific crossbreeding was determined through repeated taste tests based on the ideas presented by CFG and discussions to determine the optimal crosses, taking into consideration the cost of each option.

* Traceability refers to information on the production and processing of products and their route to distribution and consumption.

Fujita For the first time, SC Foods conducted a "Diary Survey." Sixteen households in the main customer group were asked which brand of pork they bought, why they chose that brand, and so forth. This research method allows us to delve deeply into the emotional and psychological factors in different pork product purchases. The results and insights gained are reflected in brand development and marketing. For the Japanese market, where many consumers are particular about taste and quality, we have focused on the questions of “How to deliver the product to the customer” and “How to create products that will satisfy the customer."

What do you find rewarding about the business you're leading, and what are your thoughts on future projects?

Fujita Of course, it's important for our products to be safe and dependable, but with global prices soaring, I find it highly rewarding to be able to provide consumers with satisfaction not only in taste, but also in price. I am also committed to supporting the stable supply of pork, a major protein source, from behind the scenes.

The best part of being involved in the meat industry – which is very familiar to everyone – is that it's easy to grasp “to whom” and “how” the products in question are delivered and consumed. Being on the supply side as well as a consumer myself, I'm continually motivated to bring better products to market.

Tamura and I have worked together for many years and have developed a strong relationship and trust. My hope is to accelerate our efforts while continuing to communicate closely with him.

Tamura Partially due to the recent depreciation of the yen, the price competitiveness of imported products is declining relative to previous years. However, the imported pork market accounts for more than half of all pork consumed in Japan, and we feel a sense of pride and responsibility in our roles at the foundation of the Sumitomo Corporation Group’s food business.

Another key lesson I have learned by working in the U.S. is to remain aware we are on an equal footing with our partners. Mutual respect and dialogue lead to better product development. We will continue to work as a team whose members respect each other, and together with our suppliers and customers, we aim to create a prosperous future for the global food industry.